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Bringing an innovative product to market

Assure

Corus

Student Name : Arman haji zeinali Matrix No. : md111079

Introduction
Being the leader brings risks as well as the

rewards. How Corus has responded to a particular needs Corus provides steel and aluminum A key market for Corus Controlled Environmental Surfaces (CES)

This means supplying material which is able to meet very strict standards in particular contexts.

Corus identified a new

Meeting customer needs

opportunity in the CES market in 2000 Corus developed a laminate that incorporated an antibacterial additive to the process. Example of customer led innovation gave Corus the potential to increase its revenues The launch of Assure in October 2002

The Market
Potential market
Distribution

two key market

Supply chain

segments i. industrial sales ii. retail sales

Example - Dell Difficulties in specifying Assure A key factor in the process is the needs of the end user.

Corus
Distribution
A typical distribution channel for Corus Colors

Panel Manufacture Main Contractor

Sub-contractor
Project Manager

Architect
End client e.g. food factory

The Market
Promotion
Market Growth

push and pull

Reasons

promotion strategy focused on a range of market communications activities

Promotion Strategy
Push
Pull

highlights the benefits

stimulate end users

of Assure encourage these organizations

awareness of Assure

Market Growth
Changes in consumer tastes Tougher legislation on health standards Greater media focus and public awareness of food

safety An increasing risk that customers would take legal action Greater focus on risk management

Research and development


An important stage of the research and development

process is testing. New product ideas have to be tested to ensure they are: capable of being manufactured safe in their intended use able to deliver the required performance level desired by the market able to generate a profit

Research and development


Total Quality Management

get it right first time Three different anti-bacterial additives Corus wanted to assess: the speed with which the different options killed bacteria the variety of different bacteria killed.

Ansoff matrix
possible growth strategies for a business.

Definitions
Market penetration New product

occurs when a firm tries to sell more of its existing products in its existing markets Market development occurs when a firm tries to sell its existing products in a new market

development occurs when a firm offers a new product to its existing customers. Diversification occurs when a firm develops new products for new markets.

Healthcare market
TARGET NEW SECTORS E.G. HOSPITALS OR THE DOMESTIC APPLIANCES SECTOR _____________ REASONS OF HEALTH MARKET ATTRACTIVENESS FOR ASSURE

Conclusion

ASSURE - A RELATIVELY NEW TECHNOLOGY BUT THE TECHNOLOGY FILLS AN EMERGING GAP IN THE MARKET